Hospitality branding /

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In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Dev, Chekitan S. (Chekitan Singh), 1959- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Ithaca : Cornell University Press, 2012.
Colección:Cornell hospitality management.
Temas:
Hospitality industry > Marketing.
Branding (Marketing)
Stratégie de marque.
branding.
BUSINESS & ECONOMICS > Industries > Hospitality, Travel & Tourism.
BUSINESS & ECONOMICS > Industries > General.
Hospitality industry > Marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Hospitality marketing and branding : past and future
  • Contemporary branding challenges
  • Branding and the Internet
  • Case study : Carnival Cruise Lines
  • Global brand expansion
  • Branding beyond borders
  • Brand strategies
  • Case study : Ritz-Carlton Bali
  • Assessing brand equity
  • Brand positioning
  • Brand extensions and customer loyalty
  • Case study : Taj hotels, resorts, and palaces
  • Managing marketing relationships
  • Franchising your brand
  • Brand partnerships
  • Case study : Groupon.

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